Week 6 UCLA Extension New Media Marketing Music Photos and Video
UCLA X425 SPRING '14 - WEEK 2
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Transcript of UCLA X425 SPRING '14 - WEEK 2
Instructor: Erik Deutsch (@erikdeutsch)#UCLAx425
Best Practices in Social Media for the Communications Professional
UCLA X425 Spring 2014
Meeting 2 (April 22): Key Platforms Nothing is “Off-the-Record”Can Social Media Replace Traditional Websites?Overcoming FearROIThe PR Pro’s “Social Media ToolKit”Do You Need a Social Media Policy?Guest speakers:
Corianda Dimes (@corianda) Digital Manager, Golin Harris
Andy Sternberg (@andysternberg)Multimedia Content Program Director
Social Media is:• Easy to post• Easy to share • Easy to find
• Hard (if not impossible) to delete
UCLA X425 Spring 2014
1. Personal Profiles2. Groups3. Brand Pages
UCLA X425 Spring 2014
Facebook “Customers” vs. Facebook “Users”
Advertisers are Facebook’s “customers”Users are “the product”
UCLA X425 Spring 2014
UCLA X425 Spring 2014
• Easy set up and maintenance• Quickly upload all types of information• Inherently viral platform• People login EVERY DAY!• 1 BILLION strong (“fish where the fish are”)
UCLA X425 Spring 2014
• Facebook is always changing• Ownership -- Facebook controls access and can
change the rules• Provides limited SEO benefit• Facebook doesn’t provide fan contact information• Not everyone is on Facebook (though fan pages
are public)
UCLA X425 Spring 2014
• Newsfeed “improvements” (“sponsored” posts) • Edgerank algorythm (affinity, weight and recency) • Facebook insights (publisher analytics) • Subscribe to brand pages
User experience vs. monetization... again, users are the product, advertisers are the customer.
UCLA X425 Spring 2014
• Quality over quantity. • Shorter posts (to generate more engagement).• Provide a link (and hashtag) • Ask questions (to ignite a dialogue). • Use photos, links and videos (for higher edgegrank). • Get creative.
UCLA X425 Spring 2014
UCLA X425 Spring 2014
1. General status updates (share info / links)2. The Retweet (RT and MT)3. The @Mention4. The @Reply 5. Direct Messages (DM) 6. Hashtag tweet (#)
UCLA X425 Spring 2014
Tweet StructureDissecting the semantics of a tweet gives us a sense
of best practice, but keep in mind this isn't a one-size-fits-all deal. Keep it real and get in your own groove.
Start with: - Headline or phrase- Link- Hashtag - using tags that influencers use to get
noticed in those niche circles
UCLA X425 Spring 2014
• Tweets with image links have 5 times the engagement rate
• More than 20 million fake Twitter users, and 44 percent of users have never sent a single tweet
• The cost of a 24 hour promoted trend runs about $200 thousand
• Katy Perry is the queen of Twitter over 51 million followers surpassing Justin
• 15. Ellen’s photo of Hollywood stars at Oscars with an incredible 3.4 million retweets
Vai JeffBullas.com
UCLA X425 Spring 2014
• YouTube – Video Sharing/Storytelling• Flickr and Instagram– Photo Sharing• Pinterest – Scrapbooking • LinkedIn – Professional Networking • Foursquare – Geolocation • Google+ - Facebook Competitor
(“Hangouts”)
FEAR!!!
What are companies afraid of:
1. Social media hurts employee productivity2. Our customers don't use social media3. People can say mean things about us
UCLA X425 Spring 2014
UCLA X425 Spring 2014
• Generate awareness• Increase engagement
• Increase influence • Motivate action
(purchases, leads, etc.)
UCLA X425 Spring 2014
• Awareness - Website visitors, page views, fans/followers, etc. (tangible metrics)
• Engagement - Comments (blog, Facebook), retweets, time spent on the website, etc.
• Influence - Third-party mentions, inbound links, etc.• Action - Conversions, sign-ups, downloads,
purchases, etc.
UCLA X425 Spring 2014
Andy Sternberg (@andysternberg) Social Media/Interactive Content Producer
Corianda Dimes (@corianda) Digital Manager, Golin Harris
Meeting 2 (April 22) Guest Speakers: